Louis Columbus writes:
There's a dividing line emerging in marketing today, and it doesn't have anything to do with the size of a marketing budget, the amount of CRM or channel management software installed, the size of the company or its long-standing reputation. In fact all these things don't matter nearly as much as a marketing department that has a passion to execute and deliver results.
The traditional four Ps of Marketing -- product, price, promotion and place (or distribution) -- are meaningless without passion. The passion for executing to a shared goal through channels, the passion to launch products that truly are on a mission, and the passion to expel mediocrity from marketing departments and replace it with leadership who has the courage to change strategies and not just "do what we have always done" to protect the status quo, are traits shared by companies who have discovered this fifth P of marketing and are busy turning it into a competitive advantage.